Yuzahrani, Aurellia Rizkita (2026) Pengaruh E-WOM dan Brand Image terhadap Purchase Decision melalui Purchase Intention sebagai Variabel Intervening pada Konsumen Kopi TUKU Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to determine the effect of E-WOM and Brand Image on Purchase Decision through Purchase Intention among Kopi TUKU consumers in Surabaya. This study employed a quantitative approach using purposive sampling techniques involving 112 respondents and was analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results indicate that Brand Image has a positive and significant effect on Purchase Intention and Purchase Decision, while E-WOM significantly affects Purchase Decision but does not significantly affect Purchase Intention. Purchase Intention also significantly affects Purchase Decision. The coefficient of determination (R²) of 0.666 indicates that 66.6% of Purchase Decision can be explained by the variables in this study, while 33.4% is influenced by other factors outside the study.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | aurellia rizkita yuzahrani | ||||||||
| Date Deposited: | 25 May 2026 06:51 | ||||||||
| Last Modified: | 25 May 2026 06:51 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/52430 |
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